The book, New Female Tribes, will be published on July 5 by Penguin Random House imprint, Ebury’s, division, Virgin Books. If you’ve been following J.Walter Thompson’s global index survey, the title will be familiar. The book is, in fact, based on JWT’s report and written by JWT London’s head strategist, Rachel Pashley.
Its aim is “to describe women and their roles in a much more meaningful, more inspiring, and more profound way that will serve to influence not just the advertising industry but start to change the way the world works for women,” Pashley noted.
The survey itself was carried out over five years. More than 8,000 women responded, aged seventeen to seventy across 19 countries. It was done because, “It’s time to change the conversation, recognising the value of female capital and understanding that defining women according to their responsibilities is limiting. But celebrating their achievements and aspirations is inspiring,” the agency notes in its introduction.
What the survey found out includes this:
Pashley worked with the results to define four key female tribes:
- Alphas – who focus on achievement and career
- Hedonists – who focus on pleasure and self-development
- Traditionalists – women whose chief focus is home and children
- Altruists – women who focus on community and environment.
She also asked about women’s values and measures of success. As a taster know that those with more assertive values came from India and Saudi Arabia. And measures of success the world over did not necessarily include marriage or children.
“As women become more and more empowered, politically and economically, it is clear that their lot is changing across the globe. This book will prove essential reading to all those who seek to better understand women’s dreams, ambitions and goals,” Penguin stated.
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